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h kHooked


@nireyal
Products	can	profoundly	

CHANGE	OUR	BEHAVIORS.
100’s	of	millions	of	
users…
…and	100’s	of		
millions	of	dollars.
PA TT
E
SN
R
?
I	wrote	this	…
…	more	at:	
NirAndFar.com
Close	your	eyes.
HOWDIDYOUFEEL?
When	we	FEEL	AN	ITCH
we	seek	to	SCRATCH	IT.
The	brain	associates	behaviors	that	

PROVIDE	A	SOLUTION

to	whatever	problem	it	encounters.
The	SOLUTION	TO	

OUR	DISCOMFORT	

is	found	in	the	product’s	use.
Images	of	chocolate	bring	both	
pleasure	and	stress	to	“cravers.”
		Source:	Rodriguez	et	al	2005
STRESS	is	a	precondition	
for	addiction.
		Source:	Heilig	and	Koob	2007
We	are	not	designing	for	addiction	
NOT	must	be	in	graphic	
Do	not	design	for	addiction.
A	BEHAVIOR	DONE	WITH
CONSCIOUS	
THOUGHT
LITTLE	OR	NO	

hab·it
Habitscanbeusedforgood.
Hooked Workshop
1.	FREQUENCY
		Source:	Judah,	G;	Gardner,	B;	Aunger,	R;	2013
2.	ATTITUDE	CHANGE
		Source:	Judah,	G;	Gardner,	B;	Aunger,	R;	2013
Harnessing	
VERY	GOOD
HABITS	
can	be	
FOR	BUSINESS.
Creating	consumer	habits	drives	

HIGHER	CUSTOMER
LIFETIME	VALUE	(CLTV).
Creating	consumer	habits	gives	companies	
GREATER	FLEXIBILITY
TO	INCREASE	PRICES.
Creating	consumer	habits	

SUPERCHARGES
GROWTH.
Creating	consumer	habits
INCREASES	DEFENSIBILITY.
However,	forming	new	habits	is	HARD	WORK
AND	EXCEPTIONALLY	RARE.
But	if	your	business	requires		
“unprompted	user	engagement,”
A	design	pattern	to	help

FORM	BETTER	PRODUCT	
HYPOTHESES.
BUILDING	IS
EXPENSIVE
INCREASE	YOUR	ODDS	OF	SUCCESS.
h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
h k
with%enough%%
FREQUENCY%%
to%%
FORM+A+HABIT.+
NOW IT IS
YOUR TURN
❑ Get	into	groups	of	2	or	3.	
❑ Describe	your	product	or	
service.	
❑ Pick	one	product	with	one	
user.
❑ Why	does	your	business	
require	a	habit?	
❑ What	problem	are	users		
coming	to	solve?	
❑ How	do	they	currently	
solve	the	problem	and	
why	does	it	need	a	new	
solution?
❑ What	action	do	you	want	
to	make	into	a	habit?	
❑ How	frequently	do	you	
expect	users	to	engage?
h kA"Hook"has"4"parts:"
h k
Triggers	come	in	two	flavors:

EXTERNAL	&	

INTERNAL
EXTERNAL	TRIGGERS

The	information	for	what	to	do	next		
is	within	the	trigger.
Billboards SO
DA
INTERNAL	TRIGGERS

The	information	for	what	to	do	next	is	informed	

through	an	association	in	the	user’s	memory.
Negative	emotions	are	POWERFUL	INTERNAL	TRIGGERS.
lost
indecisive
tense
fatiguedinferior
bored
confused
fear	of	loss
dissatisfied
powerless
discouraged
lonesome
People	who	are	DEPRESSED	CHECK	EMAIL	MORE	OFTEN.
		Source: Kotikalapudi et al 2012
When	we	feel	LONELY	we	use
When	we	feel	UNSURE	we		use
When	we	are	BORED	we	use
Do you know your customer’s
INTERNAL TRIGGER?
Jack	Dorsey	on	Narratives
IT#ALL#STARTS#WITH#A#
NARRATIVE.!
“(If)!you!want!to!build!a!product!
that!is!relevant!to!folks,!you!need!
to!put!yourself!in!their!shoes!and!
you!need!to!write!a!story!from!
their!side.”!
.#Jack#Dorsey#
1952
INSTANT	CAKE	MIX	WAS	
A	MARKETING	FAILURE.	
Betty	Crocker	assumed	that	
customers	wanted	
convenience	but	“Just	add	
water”	did	not	sell.
Source:	“Finding	Betty	Crocker”,	Susan	Marks
WHY	DO	WE	MAKE	CAKE?	


to	give	and	receive	love	from	people	we	care	about.
DEPRECATED	A	FEATURE
What	triggers	make																									so	habit-forming?
external	triggers
of	losing	the	moment.
solves	the	pain
But																								is	
also	a	social	network.
Urgeto
preserve
Stressed
Lonely
Curious
Insecurity
Bored
YOUR
TURN
TO
BUILD A
NARRATIVE
BUILD	YOUR	NARRATIVE	
❑ Who	is	the	user?	
❑ What	are	they	doing	
immediately	before	your	
intended	habit?
INTERNAL	TRIGGERS	
❑ Come	up	with	3	internal	
trigger	hypotheses	
(emotions,	routines,	
situations…)	
❑ Which	internal	trigger	
occurs	most	often?	
❑ Every	time	_______	,					
the	user	________.
EXTERNAL	TRIGGERS	
❑ Where	and	when	can	you	
insert	your	external	
triggers?	
❑ How	can	you	be	in	front	
of	the	user	when	her	
internal	trigger	fires?	
❑ Think	of	3	“rational	ideas”	
and	3	“crazy	ideas.”
HYPOTHESIS	HOMEWORK	
❑ Are	your	assumptions	
correct?	
❑ Is	your	narrative	really	
happening?	
❑ “Get	out	of	the	building.”	
–	Steve	Blank	
❑ Test	your	biggest	
assumptions	first	and	
cheaply.
Take a break
“Hook”	by	Blues	Traveler
h k
The
SIMPLEST	BEHAVIOR
in	anticipation	of	a	reward.
Scroll
Search
Play
According	to	BJ	Fogg,	for	any	behavior	to	occur,	we	
need	MOTIVATION,	ABILITY,	and	a	TRIGGER
b=m+a+t
“THE	ENERGY	FOR	ACTION”
mo·ti·va·tion
-Edward Deci
THERE	ARE	SIX	FACTORS	
THAT	CAN	INCREASE	
MOTIVATION.
SeekingPleasure

AvoidingPain

SeekingHope

AvoidingFear

SeekingAcceptance

AvoidingRejection
Source:	Dr.	BJ	Fogg,	Stanford	University
Seeking	HOPE
Seeking	PLEASURE
Avoiding	FEAR


Seeking	ACCEPTANCE
ABILITY
the capacity to do
a particular action
Time%
$
Six$factors$can$increase$or$decrease$ability.
%
Money% Physical%effort%
Brain%cycles% Social%deviance% Non8rou:ne%
Source:%Dr.%BJ%Fogg,%Stanford%University%
Fogg	Behavior	Model
MOTIVATION
ABILITY
Level	of	motivation	and	ability	
determines	if	action	will	occur.
Source:	Dr.	BJ	Fogg,	Stanford	University
TRIGGER	
SUCCEEDS
TRIGGER	
FAILS
Should	designers	MOVE	MOTIVATION	OR	ABILITY	FIRST?
You	can	try	to	increase	motivation…
…but	you’ll	often		
get	the	same	results.
through	the	years
2009 2010 2011 2012 TODAY
2009
2010 2011 2012
through	the	years
TODAY
2009 2010 2011 2012
TODAY
through	the	years
YOUR
TURN
TO
SIMPLIFY
THE ACTION
Users	are	on	a	path	to	solving	a	problem.
Internal	Trigger
Product	Interface
Reward/Pain	Alleviation
users	take	action	to	alleviate	pain.
Internal	Trigger
Product	Interface	
1. Open	App	
2. Log-in	(sometimes)	
3. Scroll	&	Read
Reward/Pain	Alleviation
Map	the	path	
users	take	to	
scratch	their	itch.
Find	the	“scarcest	resource”	
❑ Review	your	flow.	Where	is	
the	action	most	difficult?	
❑ Which	resource	is	lacking?		
		
❑ What	are	3	testable	ways	to	
make	the	action	easier?
•Time	
•Money	
•Physical	effort	
•Brain	cycles	(too	confusing)	
•Social	deviance	(outside	norm)	
•Non-routine	(too	new)
h k
studied	by	Olds	&	Milner.
NUCLEUS	
It	all	starts	with	the
ACCUMBENS
		Source:	Olds	and	Milner,	1945
The	nucleus	accumbens	

is	activated	when	

we	crave.
Olds & Milner
Notexactly.
stimulating
pleasure?
Were
They	were	stimulating	the	

STRESS	OF	DESIRE.
Our	reward	system	activates	

with	anticipation
Source:	Knutson	et	al	2001
…	and	calms	when	

we	get	what	we	want.
Source:	Knutson	et	al	2001
That’s	the	ITCH
we	seek	to	SCRATCH.
There	is	a	way	to	supercharge	the	stress	of	desire.
Hooked Workshop
IS	FASCINATING.
THE	UNKNOWN
Variability	causes	us	to		
focus	and	engage
…and	increases	behavior.
The	nucleus	accumbens	is	
stimulated	by	variability.
3	types	of	VARIABLE	REWARDS
TRIBE HUNT SELF
Habit-forming	tech	uses	1	OR	MORE
TRIBE
SEARCH	FOR
SOCIAL	REWARDS
partnershipempatheticjoy competition
We	Like	social	rewards.
Fast	variable	rewards
We	value	recognition	and	cooperation
HUNT
SEARCH	FOR
RESOURCES
Stems	from	the	hunt	for	food	and	resources
Hunt	for	variable	material	rewards
Hunt	for	variable	material	rewards
Hunt	

for	variable	
information	

rewards.
Hunters	on
scroll	pages.
SELF
SELF-ACHIEVEMENT
SEARCH	FOR
Leveling-up	reflects	MASTERY	and	COMPETENCY.
Inbox	or	task	management	reflects	

CONSISTENCY	and	COMPLETION.
WARNING
Variable	rewards	are	not	a	free	pass.	

Your	product	still	must	address	the	itch.
Do	your	users	feel	in	control?
AUTONOMY	IS		
A	PRE-REQUISITE.
Source:		Deci	and	Ryan	on	Self-Determination	Theory
Beware	of	FINITE	VARIABILITY.
INFINITE	VARIABILITY	sustains	interest	longer.
Build	variable	rewards	that	satiate	the	users	itch,	
but	leave	them	wanting	more.
YOUR
TURN
TO
REWARD
YOUR USERS
❑ Review	your	flow.	Is	the	
reward	fulfilling,	yet	leaves	
the	user	wanting	more?	
❑ Brainstorm	3	ways	users	
search	for	variable	reward.	
•Rewards	of	the	Tribe	-	gratification	
from	others.	
•Rewards	of	the	Hunt	-	things,	
money	or	information.	
•Rewards	of	the	Self	-	mastery,	
completion,	competency,	
consistency.
h k
Users	“invest”	for	future	benefits.
Social
Capital
Money
Time
Effort
Emotional
CommitmentPersonal
Data
Investments increase the
likelihood of the next pass
through the Hook in 

TWO

ways.
1.INVESTMENTS	
LOAD	THE	
NEXT	TRIGGER					
			OF	THE	HOOK.
Each	new	message	posted	on
is	an	open	
invitation	for	an	
external	trigger	to	
be	returned.
INVESTMENTS	STORE	VALUE,	

improving	the	product	with	use.2.
CONTENT
DATA
FOLLOWERS
REPUTATION
YOUR
TURN
TO
GET USERS
TO INVEST
❑ Review	your	flow.	What	
“bit	of	work”	are	your	users	
doing	to	increase	the	
likelihood	of	returning?	
❑ Brainstorm	3	ways	to	add	
small	investments	into	your	
user	experience	to:	
•Load	the	Next	Trigger	
•Store	Value	
•Content,	Data,	Followers,	
Reputation
5	min
h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
Each	pass	through	the	Hook	helps	

SHAPE	USER	PREFERENCES	AND	ATTITUDES.
h k
With%enough%frequency,%
A"HABIT"IS"FORMED."
The	HOOK	Canvas
1.	What	internal	trigger	is							
the	product	addressing?	
2.	What	external	trigger								
gets	the	user	to	the	product?
4.	Is	the	reward	
fulfilling,	yet	leaves	the	
user	wanting	more?
3.	What	is	the	simplest	
behavior	in	anticipation	
of	reward?
5.	What	“bit	of	work”	is	done	
to	increase	the	likelihood	of	
returning?
THE	MORALITY
OF	MANIPULATION
Designing	

habit-forming		
products	is	a	form	
of	manipulation.
Users	take	our	technologies	to	bed.
They	check	our	devices	before	saying	“good	
morning”	to	loved	ones.
Quite	possibly,	the		

“CIGARETTE	OF	

THIS	CENTURY.”

- Ian Bogust
What	
RESPONSIBILITY	
do	we	have	when	
changing	user	behavior?
THE	WORLD	IS	FULL	OF	PROBLEMS	TO	FIX.
Help	others	find	meaning.	Engage	them	in	
something	important.
Build	the	
THE	WORLD.
you	want	to	see	in
CHANGE

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